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The following guest post is by Mamie Joeveer, an attorney specializing in First Amendment and Media Law and a former captain in the U.S. Marines.

It’s 6:15 a.m. and like many in the beginning of a New Year, I decided to challenge myself and push my fitness regimen to a new level. It turns out that I was not alone. On this particular day, about 25 other fitness gurus were on the same mission to get in shape. I traveled a short distance to the OrangeTheory Fitness studio that was tucked away in a small plaza. Once inside the orange-glow filled room, my trainer urged me to “push the pace” and get my body in the orange zone. That was my target-- and that’s the target Dave Long, cofounder of OrangeTheory Fitness has been using to bank on success for the last five years. Although the fitness market is known for being an industry that is hot and cold month after month and filled with fitness dropouts, Long was not discouraged when he set out to build his brand. Within a year, Long and his team were able to quickly turn their startup into a growing franchise. Long has a few reasons he was able expand his company and overcome hitting a plateau. He said the key to building a successful chain in the fitness industry is about providing results.

Australian Fitness Class (Photo credit: Wikipedia)

Do the research: “We opened the first pilot location in Ft. Lauderdale,” said Long. “We grew that location for a year before we started franchising. We now have over 20 locations in South Florida. We used that time to really research what was missing and what would fill the need in a total body workout.”

Long’s team developed a scientific approach called EPOC or post exercise oxygen consumption. Using this method, heart rates are monitored to keep the rate in a zone that is designed to continue burning calories after the workout is completed. Long says the scientific heart rate coupled with high intensity interval training is the core of the work out. The company, with four affiliate-owned locations is conveniently scattered in suburbs and top cities throughout its South Florida roots and has grabbed a major footing nationally and internationally, with a total of 171 franchises within the last two years.

Bigger is not always better: Long’s theory behind his chains was to keep them small and approachable. Each OrangeTheory studio is chosen based on the knowledge of the franchisee in the local area and local real-estate brokers, according to Long. “From an industry perspective the traditional big box health clubs don’t work anymore,” said Long. “Our studios are small with only 2,500 square feet. This gives a very different feel once inside and allows us to be in more places. It also allows for convenience,” he said. “The OrangeTheory logo can be seen close to home for almost everyone.” Startup costs for OrangeTheory are between $300,000 and $400,000, with a franchise fee of $29,500.

The workout inside the small space is designed to build camaraderie as the group setting allows members to support each other, according to Long. The intimate space cultivates a team environment.

This spirit of support happens quickly as members are broken into smaller groups of six to eight people, depending on attendance. Each group rotates between two types of cardio—normally the treadmill and indoor row machine, along with strength and functional training. The class allows for 30 minutes of cardio and 30 minutes of strength. However, the true challenge is pushing the body to reach the orange zone or zone four. At this level, the heart rate stays at certain level for at least 12 to 20 minutes. Heart rate monitors, strapped around the chest, link into computer screens with color-coded green, orange and red bar graphs. The graphs allows participants to track progress—and achieve results, hopefully.